The Senior Loyalty Manager is accountable for the proactive management of our customer base and protecting value with a focus on churn mitigation and value creation through the development of a Lifecycle programme which manages the customers at key moments in the relationship with TalkTalk.
Working closely and collaboratively with Commercial and Customer Marketing to identify opportunities, define strategies, execute, and measure performance within a robust test and learn framework. Using Pega NBA to deliver the treatments will be key to your success and developing the system will be essential.
The perfect candidate will have good relationship building skills, be able to analyse data and use it to make decision or get support for change. Self-motivated and restless to drive constant improvement is especially important in the hybrid office/home working of the future.
You'll have full accountability for the part of the lifecycle you are managing - Defining the strategy, agreeing the approach and targets across marketing and channels to deliver and exceed the budget targets.
You will work closely with the Head of Trading, Head of Customer Value Management and with the Customer Marketing function to set the strategic direction, define plans and execute across both digital and non-digital channels.
You will introduce and develop a methodical approach to Test, Learn and Deployment to inform decision making continually optimise.
Optimising for lifetime value by balancing the volume and value delivered – this will include considering the mix of products, the depths of offers used, and the channel mix. Consideration of the impact on tenure and churn in the chosen approach is also key to drive lifetime value.
You will create and deliver quarterly plans and that align to and support the quarterly Go To Market Trading plans to drive Churn improvements, maximise Revenue and Margin, and NPS.
You will champion automation and the use of data across the team and play an active part in developing Pega NBA to be the main customer recommendation engine. You will also manage two NBA analysts.
You will be an excellent communicator and storyteller, being able to translate often complicated reasons for performance into simple Director and Exec level summaries using numbers, charts, and words. Having strong Excel skills is a must. You must be able to clearly articulate what is happening but also why it’s happening along with any recommendations for change, in a way that enables quick and easy decision making.
You will need to think like a customer. This includes understanding TalkTalk’s positioning the market and why a customer would choose us, as well as being aware of what is going on internally at TalkTalk and anticipating anything which might be and opportunity or a risk
Stakeholder management and being able influence across marketing, channels, commercial and finance – whilst the accountability for overall performance sits with you, many of the levers sit in other teams so being able to persuade and influence is key to your success
You will foster a feedback culture across the wider team and support in coaching and development